The president and CEO of the San Diego Asian Business Association, who shared the honor with executives from Jack in the Box, Cricket Communications and AAA, has not only been an advocate for minority-owned businesses, but a model for women trying to succeed as business and community leaders.

Urushima-Conn sat down with U-T San Diego recently to share what women and minorities in the business world have going for them, and to offer advice on how they can overcome the roadblocks they still face.

Wendy Urushima-Conn

Title: President and CEO, Asian Business Association

Age: 44

Education: B.A. in communications from University of California, San Diego, with a double minor in theatre and scientific perspectives; certificate in fundraising management from The Center on Philanthropy at Indiana University

Family: Married with two daughters

Hobbies: Healthy cooking, running and training for half-marathons

Q: What is the biggest challenge for women in business?

A: While women are making progress in the workforce, the numbers are still pretty dismal. In 2012, women still only occupied 14.3 percent of executive officer positions in Fortune 500 companies. That number is up slightly from 2011. There is also still a lot of inequity when it comes to equal pay for women. While men and women are doing a great job of raising children, when women step out of the workforce to raise children, they often lose pay and power–that could be part of the problem. We need to continue to provide opportunities for women through sponsorships, mentorships and continuing to help pave the way for more senior positions and senior pay.

Q: How can women overcome that inequity?

A: Don’t be afraid to stand up and ask for help. Let your voice be heard. In many discussions I’ve had with fellow working women and working moms, we often talk about gender roles where women are taught to “ask permission” and justify. i.e. “Would it be OK if I left 30 minutes early on Friday to take my son to his basketball game, or to get my hair highlighted?” where men are encouraged to take charge. i.e. They’ll just leave and say “See you Monday” or “I’m off to the golf course–have a nice weekend!”

And if you’re asking for a sponsor or mentor, be a good mentee. Make your mentor proud. No one wants to endorse someone who is less than stellar.

Q: What about women in business for themselves? What’s their biggest roadblock?

A: I think being a small-business owner as a woman or man is often very challenging. You spend 10, 12, 14 hours a day running your business, then the next 10 hours marketing your business, bookkeeping, and many times trying to manage your family–whether it’s your partner, children, aging parents or the community. Women are often the caretakers, so it creates a challenge on many levels. Challenges, however, are opportunities.

Q: How can women and minorities best empower themselves to meet and overcome those issues?